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Beauty Claims

Claims, beauty claims Convincing the consumer with crisp beauty claims and a great product design – that is one of the declared goals of product marketing. However, the formulation of claims is a tricky business and can be far more problematic than expected. Product and beauty claims are subject to a specific legal framework. This has the task of protecting the consumer from false promises about effects and misleading messages. In this blog post, you will learn what this framework looks like, how to navigate it safely, and what you can use as a guide when formulating convincing beauty claims for your product.


The consumer lens

A purchase decision is a facet of psychology. When it comes to cosmetics, it is complemented by the legal and scientific facets. Together, they form the legal framework for the formulation of beauty claims. And this framework has a name; more precisely, a double name. This is because the regulatory basis for the formulation of beauty claims is, on the one hand, the EU Cosmetics Regulation No. 1223/2009 and, on the other, the EU Regulation No. 655/2013. The latter contains common criteria and guidelines for the formulation of beauty claims and is commonly referred to as the Claims Regulation (CLA). Depending on the product category, the legal framework is further extended by additional specifications (for example, for disease-related care products). The aim of the legal framework is to protect consumers from misleading beauty claims. It is also intended to ensure that consumers can base their purchasing decisions on beauty claims that they can understand and trust.

– Claims should be formulated from the consumer’s point of view. So put on the consumer glasses and scrutinize your target group, taking into account social, cultural and linguistic factors.

Not only convincing claims, but also images, illustrations, graphics, etc. are crucial for the purchase decision of a product. In short, it’s the “big picture” that counts. And this is exactly what is covered by the advertising regulation in addition to the terms and wording.

– Make sure that the presentation of the product is in a legally correct relationship with the beauty claims.

– Always ask yourself what expectations the consumer will have as a result of the presentation and claims.


Principles for formulating beauty claims

Formulate your claims in accordance with the principles formulated in the Claims Regulation:

– Legal Compliance (Legal Compliance).

– Truthfulness.

– Evidence support

– Honesty

– Fairness

– Allow informed decisions


If you want to formulate claims for your product that are both sales-promoting and legally compliant, it is essential that you follow the basic principles mentioned here and ask yourself the following questions:

  1. for whom does the product represent a benefit?
  2. who should buy the product?
  3. what are the characteristics of the target group (age, gender, leisure habits, consumer behavior, income, etc.)?


In summary, the following can be said succinctly:

– The more precisely and harshly the effects are advertised, the higher are the requirements for scientific proof.

– Everything that is advertised or contributes to the presentation of the product should correspond to the truth, be measurable and also have been proven by appropriate measurements.

– One should always wear the consumer glasses.


Practical tips

Always try to state product claims in the “we” form, e.g. “We do not use silicones, sulfate-containing surfactants, etc.”. This does not denigrate the substance group itself, but simply states that these substances are not contained in your cosmetic products.

A claim of “100%” is legally very risky, because it is easily attackable. Have you actually proven that 100% of X is present or contained? For example, have you carried out analytical tests to prove this? Here it is better to advertise with less or to use terms like “predominantly” or a “very high percentage”.

In general, you should advertise what is contained in your product and ideally put these active ingredients in the foreground. Even a claim of “10% argan oil” can be a unique selling point.

Of course, efficacy studies are ideal, which are obsolete for deodorant products and sunscreen products, for example. For softer beauty claims, we recommend conducting application studies with at least 20 test persons who evaluate your products via a questionnaire. Provided that these statements then received over 80% agreement, you can use this well for own advertising statements. Such studies are feasible from 3000 € and are quite risk-free.


It doesn’t always have to be expensive efficacy tests to prove the effect

And we know what alternatives are available. If you would like to learn more or need support because you have many more questions than those mentioned above, we will be happy to assist you. We will prepare a claim catalog for your formulation, which you can use to create your product-related documents. Of course, we also give our assessment of already formulated beauty claims and submit alternatives, extension possibilities and a contact network to different test institutes to you. Feel free to contact us if you would like to have product dossiers prepared or other consulting services regarding beauty claims.

In this area we cooperate with the company Hello Cosmetics. Hello Cosmetics has a lot of experience in the conceptual development of products, the creation of product dossiers and the formulation of beauty claims:

Dr. Sandra Helling und Stefanie Offers GbR

Drostenstrasse 17

48336 Sassenberg




Make the right beauty claims!

Advertising claims for cosmetics refer to statements or representations made by cosmetic manufacturers or marketers about the benefits, features or performance of their products. These claims may include descriptions of the product’s ingredients, intended use, effects and results. Authorities require that cosmetic claims be truthful, supported by scientific evidence, and not misleading to consumers. Consumers should be aware that not all cosmetic claims are the same, and that some have more substance than others. Let us help!